How to Increase the ROI of NAB 2022
Why are we even here? 🤔
TRADESHOWS ARE BACK, that's why! 🤩
There are also 3 other main reasons:
1. According to FORBES, B2B companies who don't exhibit at trade shows will fall behind.
2. In-Person Meetings are way more valuable to bring essential know-how & information across as well as build trust
3. Companies spend 23% of their total marketing budget on tradeshows
For the purpose of effectively increasing your ROI, you have to undergo 4 Phases
Let's get started! 😎
Welcome to Phase #1
Demand Generation
Firstly, you should set clear goals
If you have no clue, make something up, be creative - set a goal of scheduling 40 meetings for example
Secondly, prepare the needed data
⚡Existing Data
Sit together with your team and identify which leads from your database would be the most suitable. Then, invite those old leads, opportunities, and customers that you have gathered over the years. Remind them that you still exist 😉
⚡New Data
Collect data whenever you can find something relevant.
Secret Tip: go to the website of the event, the names of all exhibitors, speakers and attendees can be found there
⚡How to get the data?
A simple Linkedin search will do the job (to get the needed names and relevant email addresses) Twitter can also be helpful
Secret tip: use Upwork and outsource the 'dirty work' 🛀
⚡Draft messaging
Prepare templates for the emails
If you are lost, see our free webinar for example templates😉
Thirdly, Sales Outreach
Now it is time to get those emails rolling. You can use automation tools such as Lemlist, Outreach, PersistIQ to make the processes more bearable 🤭
Last but not least - Marketing Outreach
It's time to use your creativity and market yourself.
Send newsletters, sending two prior to the shows has been proven to be very successful
Engage your thumbs in a simple workout and market yourself on social media 📱
You have made it to Phase#2
Meeting-Scheduling and Tracking
How can you increase your ROI, if you don't track your progress? 🕵️
Many people underestimate this point.
ALWAYS, track your meetings: pre-, during and post, and keep tabs on your scheduled meetings
In terms of meeting scheduling:
⚡Don't forget to add demo stations and meeting locations
⚡Take different time zones into account
You don't want angry or hangry customers, so maybe don't schedule meetings during off times 😜
⚡And always add the needed resources to the meetings (Solutions, Engineering, etc.)
For more helpful insights and tips, watch our video on the subject
Phase #3, Only one more to go 💪
Meeting Experience
Train, Train, TRAIN your sales team before the show! 🏋️♀️
A cardio workout might not prove to be the most effective solution 💪,
But the proper sales training will be 🙌
To do this:
⚡ Align your sales team
⚡Set the right mindset
⚡ Define and learn your discovery process
⚡ Ask the right questions
⚡ Define your meeting goals
During the Sales Meeting Process:
If you want to know how to most efficiently behave during this process, watch our free webinar
Phase #4: The most important part!
Post Show
You have survived the trade show, unfortunately the real work begins now
It's time for the most important part - The follow-up process 🤑
NOW Business happens!
Without the follow-up process, the whole meeting was for nothing
And you for sure don't want to have wasted your efforts! ✊
⚡Make a list of the people that you have already contacted, what next steps are needed, and whom you should contact next
To be the most efficient in this regard, use Kickscale.
Our platform will provide you with the smoothest scheduling experience there is, and the best overview of your planned and accomplished meetings and tasks!
⚡Afterwards, sync your leads and meetings with your CRM or at the Kickscale platform, to know where you stand
⚡Finally, make a report of the event and calculate your ROI
Include all of your spending and intakes, this information will help you in the preparation for your next tradeshow
⚡Don't forget to debrief your team 👨👩👧👧
💡 Share your insights: what went good, what can be improved
💡 Learn from your mistakes and make use of your best practices at the next tradeshow
Secret tip: Do your follow-ups one day after your encounter with the person, for the best results
For more insider tips, insights and other valuable information watch our webinar